More than 2,000 people attended an event held on 21 June on the London Eye by Fairtrade hot drinks company Cafdirect to raise awareness of global trade issues in Africa.

Flight 5065, as the event was called, after Cafdirect's premium instant Fairtrade coffee, was timed to run ahead of the G8 summit in Gleneagles and aimed to highlight how a viable business model, like the one embraced by Cafdirect, which uses fairer rules of trade, can help build successful lives and businesses in Africa.

Each of the 32 capsules of the London Eye was a venue for live performances of music, theatre, comedy, art and the spoken word from a diverse group of artists including Damon Albarn, Turin Brakes and the National and Royal Court theatres, as well as new talent.

"Trade is now recognised and promoted as a key tool to alleviate poverty," said Sylvie Barr, Cafdirect's head of marketing. "Oxfam estimates that if Africa could increase its share of world trade by just 1%, it would generate five times more income than it currently receives in aid and debt relief. We want to send a positive message to people in the UK: that fairer trade rules do work and benefit everyone - the consumers, the farmers and the businesses."

Cafdirect 020 7490 9520 www.cafedirect.co.uk